AIR FRANCE MEETS CULTURAL SENSITIVITY WITH "ASIANIZED" SERVICES ON BOARD

Bangkok--May 24--Aziam Burson-Marsteller Timetable of training programs and meetings arranged for cabin crew in various Asian countries: Thailand as the latest and language training in China as next step Bangkok, May 23, 2001 - Air France announces today "Envol Asie" or "Inflight Asia - The Air France Way" in an effort to continually keep up with the demands for superior inflight service among its larger Asian client base. This project was created internally back in early 1999 when Asia was recognized as an increasingly important market for the company. The ultimate objective is to achieve greater customer satisfaction from Asian customers while the philosophy behind this improved service is the desire for the airline to be more "aware and sensitive" to cultural differences within the Asian context. "There is a French expression which says 'Evil is hidden behind the details' and overlooking this can lead to disastrous results. That is the foundation of our approach," said Mr. Marie-Joseph Mal?, executive vice president and managing director, Air France Asia Pacific. "Having been based in various countries myself, including Asia, I am fully aware that cultural sensitivity is a key to understanding and delivering on our clients' expectations. Little gestures can go a long way and be perceived sometimes in unexpected ways". The project aims to involve primarily front-line staff, including the cabin crew to participate in the entire process. As a start, attendees were involved in 6 working groups and 23 meetings, allowing free expression and tackling all service procedures from pre-flight briefing to landing, addressing the problems, discussing with Asian representatives from Air France's various stations, and then developing a list of actions for different Asian routes. Several groups of cabin crew have even visited Asian cities in an effort to learn more and be more familiar with the respective cultures and manners. They have also proceeded with various types of training which brought them to Japan, India, China, Korea, and most recently Thailand. On 21st of May, a group of cabin crew was in Bangkok for a one-day program which included a visit to Thai Airways International's training center. During mid-June, 13 cabin crew dedicated to the China route is scheduled to attend a one-week intensive language course in Beijing. "Our approach is not only to satisfy Asian clients but to motivate our crew as well," added Mr. Mal?. "Bringing them together for this project leads to stronger team spirit and a sense of belonging. We do not just tell them what to do. We want them to take part and tell us what they feel needs to be done to meet customer satisfaction. The overall enhanced service becomes a standard created by themselves". A special booklet to learn about each Asian country is available for cabin crew at all times and especially before the flights. It consists of basic background, from geography, history, religion, economy, to the more intangible parts which include people's perceptions of some symbolic gestures, what to do, and what to avoid, plus some basic wordings in local languages. The guide booklets about Japan, India, China, and Korea are currently available. Air France is extending the study to the rest of Asia with Thailand and Philippines coming next in line. However, the objective does not entail Air France becoming an Asian airline. "We are not an Asian airline and we will never be," noted Mr. Mal?. "Neither do the customers travelling on Air France expect or anticipate that. We offer them French or European quality and environment which is the primary reason for their flying with us. But we take into account cultural sensitivities -- not to create any misinterpretation in how we present our services. That is exactly our stand point." The Air France global network spans 296 destinations worldwide, including 108 in Europe. For Asian destinations, Air France operates 15 routes. This includes non-stop service to 11 Asian cities: Bangkok, Delhi, Mumbai, Hong Kong, Beijing, Shanghai, Manila, Seoul, Singapore, and Tokyo; and Osaka in co-operation with Japan Airlines. Air France additionally offers one-stop flights to Hanoi, Ho Chi Minh City, Jakarta, and Noumea. SkyTeam is a global airline alliance partnering Aeromexico, Air France, CSA Czech Airlines, Delta Airlines and Korean Air. For more information, please visit our website at www.skyteam.com The SkyTeam global network offers 7,091 daily flights to 472 destinations, with 743 ticket offices and complimentary access to up to 289 member lounges worldwide. SkyTeam offers more connections and the most non-stop destinations between the U.S. and Europe, than any other airline group. For more information, please contact : Satida Sritunyatorn or Sribenja Semmeesook Supaporn Decharkom Aziam Burson-Marsteller Air France Tel: (662) 252 9871 Tel: (662) 635 1188 Fax: (662) 635 1398 Fax: (662) 254 8353 End. -SS-

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